You may like him or dislike him as a politician, but I am about to tell you that Donald Trump is by far not only among the best public speakers on this planet but also without any doubt an outstanding marketer who has learned from his bankruptcies the major lesson on why you should never (NEVER) guess when it comes to branding; if you do guess, you will certainly do it at your own expense.Please read carefully and do not allow your political lens to undermine my attempt to show you how the president of the United States of America is a perfect case study of the fundamentals on which your business should be built.

​As stated in a previous article, branding has something to do with the mind of your prospect, not with your idea of the product.​Indeed, as written in the essay "Goal-Directed Consumer Behavior" by Hans Baumgartner and Rik Pieters in the Handbook of Consumer Psychology edited by Curtis P. Haugtvedt, Paul M. Herr, and Frank R. Kardes:

In a previous article I explained in detail that brand positioning is a science as it deals with the biochemical infrastructure of the brain.

It was essential to accomplish this before deepening the reader's study of positioning with a more conceptual framework that I will provide in this article, starting with cornerstone marketing authority Al Ries.

In one of his masterpieces, Positioning, indeed, he defines brand positioning as follows

“Positioning is what you do to the mind of the prospect.
That is, you position the product in the mind of the prospect.”

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"Branding is ruthless propaganda. Branding is communicating a specific, clear and simplified message, based on a differentiating proposition, in different ways through different channels over and over again, until it becomes a dogma that doesn't imply any additional explanation."